Cultivating Compelling Longform Content

#DrupalConLA #Longform

STYLES OFSTORYTELLING

Courtney Clark, Sr. UX Designer, @circlishKristina Bjoran, Content Strategist, @bjoran_identity

My name is Kristina.

I like birds.

This is Courtney.

She wore these glasses in the 80s.

Let’s all Longform

Dissecting longform.

Our AskGive longform a try.Give narrative a try.Use these tips to get started.

Because...You’re a publisher.People share good stuff.Longform is all the rage.

DISSECTINGLONGFORM CONTENTWhat the heck does that mean?

LONGFORM

Mostly Static 2,000+ Words Self-Contained

In journalism, this means “feature”

THREE ELEMENTS OF LONGFORM CONTENT

Copywhat it says

Look & Feelhow it looks

Structureshow it’s

organized

Interaction

Look & Feelhow it looks

Scrolling

Images

Colors

Sounds

Structurehow it’s

organized

Linear

Exploratory

Copywhat it says

Reference

Narrative

Reference

Narrative

Linear

Exploratory

Reference

Linear Narrative

Exploratory

AAMC Diversity Facts and

Figures

Source: AAMC Diversity Facts and Figures

COPY

ReferenceSTRUCTURE

Exploratory

Currently Hiding in PDFs

STRUCTURE

LinearCOPY

Reference

Source: Uncube Magazine

uncube Magazine

STRUCTURE

ExploratoryCOPY

Narrative

Source: Coca-Cola 2013 Year in Review

Coca-Cola Annual Report

COPY

NarrativeSTRUCTURE

Exploratory

New York Times

Source: New York Times

STRUCTURE

LinearCOPY

Narrative

Gates Notes

Source: Gates Foundation

STRUCTURE

LinearCOPY

Narrative

So what?You’re a publisher with content.These are great examples.

Let’s talk about stories.We’re talking about narrative copy. *not LOOK or

FEEL or STRUCTURE

WHYNARRATIVE?

It’s CompellingIf you have a point, any point, to make, do it this way.

It’s HumanWe respond well to “show don’t tell.”

You Have Stories to Tell By Golly!If you work with humans, anyway.

Our AskGive longform a try.Give narrative a try.Use these tips to get started.

Because...You’re a publisher.People share good stuff.Longform is all the rage.(and now you’re an expert!)

So let’s dig in!

NARRATIVEjuicy bits!

ELEMENTS OF

Plot

Source: The Shape of Stories / Maya Eilam

HOW MANY PLOTS?

Some say 7...

● Overcoming the Monster● Rags to Riches● The Quest● Voyage and Return● Comedy● Tragedy● Rebirth

Others say 10

● Monster in the House ● Out of the Bottle (Wishes and curses) ● Whydunit ● Golden Fleece (Quest; Journey) ● Rites of Passage ● Institutionalized ● Buddy Love ● Superhero ● Dude with a Problem ● The Fool Triumphant (Underdog)

And others, 20...

● Quest ● Adventure ● Pursuit ● Rescue ● Escape ● Revenge ● The Riddle ● Rivalry ● Underdog ● Temptation ● Metamorphosis ● Transformation ● Maturation ● Love● Forbidden Love ● Sacrifice ● Discovery ● Wretched ● Excess ● Ascension & DescensionSource: 20 Master Plots

Source: Save the Cat

Source: The Seven Basic Plots

Conflict

Person vs. SELFConflict Types Person vs.

PERSON

Person vs. NATURE

Person vs. TECHNOLOGY

Person vs. ENVIRONMENT

Person vs. SUPERNATURAL

Person vs. GOD

Theme

You must, we repeat, must, have a point. You need a BIG IDEA. No point, no story. !

It is your responsibility to answer the question,“Why should I care?”

GETTING STARTEDWhat stories can you tell?

1. Review your content.

LONGFORM

Mostly Static 2,000+ Words Self-Contained

In journalism, this means “feature”

Resurrect the PDF!

2. Define your structure and copy type.

STRUCTUREShould people read this from Point A to Point B?

YESLinear

NOExploratory

COPYAre you trying to convince somebody of something?

YESNarrative

NOReference

3. Check out examples.

Reference

Narrative

Linear

Exploratory

Reference

Linear Narrative

Exploratory

Research articles

Annual reports

Data reports

Essays, reviews

Linear

Exploratory

- Polygon- Buzzfeed- New York Times- Pitchfork- ESPN- Victory Journal

- Coca-Cola Annual Report- MacArthur Foundation

Annual Report- Uncube Magazine

Most longform today is:- linear- journalism / features- written by writers

4. Get your team together.

Writer Writer Front-End

Designer UX Dev

Writer / UX

Front-End / Back-End Dev

Writer / Designer

5. Brainstorm. Write. Design.

DRUPAL CONSIDERATIONSSome things to consider.

DEVS SHOULD CONSIDER/ANTICIPATE:

● number of authors (in one piece of content)

● building entity relationships (where it makes sense)

● identifying content fields and field groups

AUTHOR EXPERIENCE

● training● documentation● tool tips

● field labels● prepping staff

WAYS TO IMPROVEAUTHOR EXPERIENCE

“The reason the author experience is notoriously tough is because Drupal is so powerful. It’s so flexible.”– Andy Hieb

TAKE AWAYSLongform Content

● is 2,000+ words● is mostly static● is self-contained

TAKE AWAYSStructure & Copy

● Structure: Linear or Exploratory

● Copy: Narrative or Reference

● Most longform you see today is Linear Narrative.

● PDFs are good candidates for longform treatment.

Our AskGive longform a try.Give narrative a try.Use these tips to get started.

If you do linear narrative, go BIG or go home !

RESOURCESwe would never strand you!

● WEBSITE - tvtropes.com● TWITTER - search for #longform or #longreads

● BOOK - Seven Basic Plots

THANK YOU@circlish

cclark@forumone.com

@bjoran_identity

kbjoran@forumone.com

Courtney Clark

Kristina Bjoran

WE’RE HIRING!

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